Thursday, September 22, 2022

Chikhani Electric - the gutsiness of a context.

Yes I know, the idea has been done before in many ways. But honestly to suggest this in the Lebanese context deserves praise. All right, the concept is fairly easy what you think the image is, turns out to be another meaning (here is a full campaign which is about the same concept - including an image which includes Recep Tayyip Erdogan fairly similar to the one above). Now, in the Chikhani ad what seems to be an "intimate act" between husband and wife is, when LED light goes on, to be a simple kiss from the mother to her daughter.

As I said, it is the context which gives the ad its strength. Lebanon! Not always a place to easily navigate, one where feathers are easily ruffled, where the society is "a deux vitesses" to put it mildly...